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Click-To-Call is one answer to the unmet needs Google discovered and it will likely introduce others.
FORBES: Click-To-Call: Google's Key to 96% of Mobile Search Ad Market
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The icon is a click-to-call ad for which the hotel paid Google at the time of the call.
FORBES: Click-To-Call: Google's Key to 96% of Mobile Search Ad Market
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Click-to-call takes advantage of the small size of the smartphone screen and its unique ability to know where you are and which advertisers are nearby.
FORBES: Click-To-Call: Google's Key to 96% of Mobile Search Ad Market
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Because OnSIP is at its heart a SaaS company, they include value-added integrations like Chrome, Firefox, and Outlook Click-to-Call plugins and a Highrise CRM integration.
FORBES: Goodbye Operator, Hello Operating System
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Google also says it will continue to provide metrics on mobile vs. desktop prices, as well as additional information on which website links, click-to-call buttons, and other ad features are working best.
FORBES: In Big Shift, Google Aims To Boost Mobile Ad Campaigns - And Its Own Revenues
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For instance, an ad for a retailer with both physical stores and a website could include a click-to-call button or map for people searching from a smartphone or, for people searching from a computer, a link to the website.
FORBES: In Big Shift, Google Aims To Boost Mobile Ad Campaigns - And Its Own Revenues